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As a part of Google’s ongoing commitment to a privacy-centric digital advertising ecosystem, we are strengthening the enforcement of our EU user consent policy (EU UCP).
Advertisers must adhere to the EU UCP to use ad personalisation and for measurement when using:
- Tags that send data to Google (websites)
- SDKs that send data to Google (apps)
To keep using applicable tags/SDKs for measurement, and for ad personalisation and remarketing features, you must collect consent for use of personal data from end users based in the EEA and share consent signals with Google for these use cases.
The requirements also apply if you are using Google Analytics data in Google Ads, Search Ads 360 or Display & Video 360. When using tools to upload data from non-Google sources, such as enhanced conversions for leads or shop sales, advertisers should review our customer data policies.
How Google's consent mode changes
If a user from the EEA is using your website or app and you measure user behaviour with Google tags, you need to pass through end-user consent choices to Google. Consent mode allows you to adjust how your Google tags behave based on the visitor's interaction with the consent banner on your website.
To support you with collecting granular user consent, Google has updated the consent mode API to include two additional parameters:
| Name | Type | Description |
|---|---|---|
|
ad_user_data |
string |
Sets consent for sending user data to Google for advertising purposes. |
|
ad_personalisation |
string |
Sets consent for personalised advertising. Note: Disabling personalised advertising usingallow_ad_personalisation_signals, yields the same results as using ad_personalisation. If you set both parameters with conflicting values, personalisation is disabled. To honour user choices, implement ad_personalisation. |
Refer to the consent mode reference for an overview of all consent mode parameters.
Next steps
If you have a consent banner and use consent mode
- If you already use consent mode and don’t engage in personalised advertising, such as remarketing, you don’t need to take any action.
- If you currently use consent mode and need to engage in personalised advertising:
- If you use a Google-certified consent management platform (CMP), your CMP provider will automatically update to the newest version of consent mode. Work with your provider to ensure that you're using the latest consent mode update.
- If you maintain your own banner, implement consent mode v2.
If you have a consent banner and do not use consent mode
If you load the Google tag and haven’t implemented consent mode, implement consent mode to use the full range of Google's advertising capabilities:
- If you use a Google-certified consent management platform (CMP), enable consent mode in your banner settings.
- If you prevent your Google tags from loading until a user interacts with your consent banner, Google won't be able to verify user consent choices and this may lead to loss in data.
If you don’t have a consent banner and do not use consent mode
- Learn why it’s important to manage user consent.
- If you use legacy tag types, upgrade to gtag.js or Google Tag Manager.
- Set up a consent banner on your website. If you choose a banner provided by a Google-certified partner, make sure you enable consent mode in the banner settings.
If you decide to build your own banner, implement consent mode manually.
After consent mode is implemented, you’ll find your status and active status in your conversion diagnostics tab. Learn more about consent mode status.
